90% of Brands Make These 5 BFCM Ads Mistakes
☕ The Growth Espresso Edition #93
🗓️ Wednesday, 16th Oct 2024
Hi, and welcome back to Growth Espresso - your one-stop destination for everything e-com.
Black Friday and Cyber Monday are the biggest sales events of the year, but many brands stumble by making the same costly mistakes in their advertising. With increased competition and rising ad costs, you can’t afford to miss the mark. To help you avoid these pitfalls, we’ve outlined the top 5 BFCM ad mistakes—and how to dodge them to maximize your holiday sales.
In today’s edition, we’ll explore these five critical BFCM advertising mistakes and, more importantly, how to avoid them to set yourself up for success.
Let’s dive in and make sure your holiday ads hit the mark!
But before that, here’s a quick word from today’s sponsor—AdYogi!
BFCM is just 45 days away, but the brands that truly win big treat it as more than just one marketing event. Instead, they break it down into 4-5 distinct marketing peaks:
1. Early Black Friday (VIP Access)
2. Black Friday
3. Cyber Monday
4. Holiday Gifting (Mid-December)
5. New Year (New Year, New You Messaging)
To help you take advantage of these mini-peaks, we’re offering 3 brands a Free BFCM Marketing Strategy this year.
Want to unlock this level of strategic planning for your brand? Book a Free BFCM strategy call with us now!
* Hurry, this offer is limited to just 3 brands!
1. Don’t Test New Ad Creatives During BFCM ❌
Imagine this: you’ve spent months perfecting an ad strategy that consistently brings in clicks and sales. Then, just as BFCM rolls around, you decide to switch things up with a brand-new creative that hasn’t been tested. Sounds tempting, but this could backfire in a big way. Ad costs are at their highest during BFCM—up by 100% or more by late November. This means every ad impression counts, and experimenting with untested creatives during this period is risky.
Example: Say you’ve been running an ad for a flagship product all year, and it’s consistently performed well. Rather than swapping it out for something new, give it a seasonal facelift. Add holiday-themed graphics or tweak the copy to mention Black Friday. The essence of the ad—the thing that’s worked for you all year—remains unchanged.
✅ Pro Tip: Start testing new ad creatives by mid October (now!) at the latest. This way, you’ll have solid data on what resonates before November rolls in. Once BFCM starts, double down on your top performers. If you’re struggling with ideas for creative refreshes, adding a holiday hook like “Get ready for Black Friday deals!” or simple festive visuals can do the trick without needing to reinvent the wheel.
2. Don’t Shy Away from Mentioning Black Friday or Cyber Monday ❌
We get it. Everyone knows it’s Black Friday. But just because it’s obvious doesn’t mean you should avoid mentioning it. In fact, calling it out explicitly is one of the simplest ways to grab attention and add urgency to your messaging.
Example: Let’s say you’re running a 20% off sitewide sale. A headline like “20% Off Everything” is nice, but it doesn’t convey the urgency of a limited-time BFCM deal. Compare that to “Black Friday Flash Sale: 20% Off Everything Until Midnight!”—it’s clear, direct, and tied to the event. Consumers know they only have a limited window to act, making them more likely to convert.
✅ Pro Tip: Include “Black Friday” or “Cyber Monday” in your hooks and CTAs. Something as simple as “Shop Black Friday Deals Now!” or “Cyber Monday Blowout Sale” can make a significant difference in catching a shopper’s eye. Don’t be subtle; be obvious—after all, you’re competing with countless brands for attention.
3. Don’t Overwhelm with Too Many Offers ❌
When brands try to cram multiple offers into one ad, it often leads to information overload. Imagine seeing an ad that promotes a 30% discount on T-shirts, free shipping on all orders, and a buy-one-get-one deal on shoes—all at once. What do you even click on first?
The science of choice tells us that too many options can actually paralyze people into not making a decision at all. If you give customers too many choices at once, their brains might just short-circuit and decide to buy nothing.
Example: Instead of promoting every sale you’re running in one ad, focus on a single, standout offer. Let’s say you’re offering a 50% discount on a best-selling product—that’s your star player. Create a separate ad for any other deals, like “Free shipping,” and target different customer segments with each.
✅ Pro Tip: Use dynamic product ads (DPAs) on platforms like Facebook or Google to create personalized offers for individual users. This way, instead of showing every possible discount, you’re only presenting the deal most relevant to the user’s browsing history or interests. Less confusion, more conversions.
4. Don’t Forget the Emotional Connection ❌
During the holiday season, consumers are not just looking for discounts—they’re looking for feelings. If your ads only scream “SALE, SALE, SALE,” you may get some attention, but you’ll miss the opportunity to connect on a deeper emotional level. And trust me, emotional storytelling drives purchases.
Example: Take a page from brands like Apple. Instead of focusing on price slashing, they tell stories. You’ll often see ads around the holidays that focus on how their products—like an iPad—can bring families together through shared experiences. They’re tapping into the emotions of togetherness and joy that the holiday season naturally evokes.
✅ Pro Tip: Use your ads to showcase how your products can make someone’s holiday special. If you sell home goods, show a beautifully set table filled with holiday food and family, then tie it to your offer. Think beyond the discount—think about the memories your product can help create. Emotional connections build brand loyalty, and customers are more likely to remember you beyond the holidays.
5. Don’t Overcomplicate the Call to Action (CTA) ❌
You’ve done all the hard work—created an ad, grabbed attention, sparked interest. Now, don’t lose the customer with a confusing or buried CTA. If people have to hunt for the next step, you’re losing valuable sales.
Example: A CTA like “Check out our collection” is okay, but it’s not urgent or specific. Contrast that with “Shop Now and Save 30% Today Only!”—clear, direct, and action-oriented. There’s no question about what the customer should do next.
✅ Pro Tip: Use action verbs and keep your CTA above the fold in display ads or front-and-center in video ads. Strong, specific CTAs like “Buy Now,” “Get Your Deal,” or “Claim Your Discount” leave no room for confusion. And for BFCM, adding a sense of urgency works wonders. Consider phrases like “While Supplies Last” or “Limited Time Offer” to push them to act immediately.
Bonus Tip: Track and Adapt on the Fly!
BFCM is fast-paced, and real-time data should be your best friend. Keep a close eye on performance and adjust your campaigns daily, if not more frequently. If an ad isn’t pulling its weight, don’t be afraid to pause it and reallocate budget to a top performer. Tools like Facebook Ads Manager or Google Analytics give you the insights you need to optimize on the fly.
Success during BFCM comes down to three key elements:
• Perfect timing
• Irresistible offers
• Flawless execution
But nailing all of this can be overwhelming with so many moving parts. That’s why you need experts who’ve done it time and time again—guaranteeing success.
This BFCM, we’re offering a FREE, custom BFCM Marketing Strategy for just 3 brands! Imagine having this level of expertise tailored specifically for your business.
Don’t miss out on your chance to dominate BFCM with a winning strategy—crafted by experts.
Claim your FREE BFCM Marketing Strategy now before it’s gone!
Hurry, it’s available for only 3 brands!